Adding to its already impressive portfolio, H&M is set to unveil a new label in 2017 that will be unrecognizable to its parent label. Speaking to Bloomberg, H&M CEO Karl-Johan Persson said that the brand “will be completely different from H&M” and won’t resemble its sister labels as well. To date, H&M owns the likes of upscale minimalist brand COS, beauty and accessories retailer & Other Stories, the more eclectic Monki, Scandinavian-influenced Weekday, and denim-centric Cheap Monday. With plans in the works to expand upon COS, & Other Stories and Monki this year, it will remain to be seen what H&M has up its sleeve for this nascent label.
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via. Hypebeast